Positioning statement
Positioning statement overview
The positioning statement provides the overall direction for your marketing and communication. The positioning statement explains how you stand out from the competition.
There are two types of positioning statements:
Brand positioning - The unique differentiators the brand offers. If you have them, this will encompass multiple products.
Product positioning - Who a product is aimed at and its differentiators. The product positioning statement is not on the canvas, as the value proposition, target market, and competition sections cover it.
The positioning statement in this canvas is to be used at the brand level. You are setting expectations for your customers, and it is important that you meet them. For example, if you claim to be the most efficient service, make sure you are.
Brand positioning statement and (product) tagline
The tagline relates to a product, not a brand. Unlike the tagline, the positioning statement is an internal summary that is not shared with customers and can, therefore, be more comprehensive.
Brand positioning statement and (organisation) mission
The mission statement is used internally to describe why the organisation exists. It can include its culture, goals, and values.
Brand positioning strategies
Here are several differentiation strategies you can consider using. Here are some examples:
Customer Service - Offering great customer service, such as being more friendly. This should be considered where products are complex. It can also be helpful in a mature market where there are few functional differentiators.
Ease of Use / Convenience - Taking less of a customer’s time and making it easier for them to get something done. Consider Apple’s products and their usability.
Low price - Pricing is a very large subject that is not covered here. In this positioning strategy, you are looking to provide the cheapest option. Consider low-cost airlines with their basic service.
High quality - Emphasising the quality of your products as a differentiator. You can aim to charge more in this instance.
Functional - Emphasising the strong functional differentiators of your products. Strongly consider using this if you have a new type of product.
Values - Emphasising aspects like environmental credentials or charitable contributions
Here are some examples:
Apple has an Ease of Use / Convenience-based strategy: “To bring the best user experience to its customers through its innovative hardware, software, and services. We believe that we are on the face of the earth to make great products, and that’s not changing.”
Nike has a Values-based strategy - “At Nike, we’re committed to creating a better, more sustainable future for our people, planet, and communities through the power of sport.”
Airhouse has an Ease of Use / Convenience-based strategy - “Airhouse helps direct-to-consumer companies get orders from factory to front door. Sync your shop, send inventory, and you’re all set.”